The line has only been in the water for 15 months and there have already been some big catches. The only team in Quebec that certifies the authenticity of products made here just signed Walmart as a partner.
• Also read: Big boost for Les Produits du Québec
• Also read: The “Produits du Québec” certification is being expanded to include food
“It was clear that a big player would join us, to which many consumers would go,” breathes Elfi Morin, the first and only head of Produits du Québec (PDQ) since summer 2022.
The NPO is the equivalent of Aliments du Québec for the factories from Saguenay to Estrie, via Outaouais and the North Coast. Its mission: to measure the level of “Made in Quebec” and offer certification to those who qualify.
There are three options: produced, manufactured or designed in Quebec. Each has its own logo, which already adorns products from Cascade, Groupe Marcelle and Kruger.
Les Produits du Québec is a lucky NPO on Monday: it made its debut at the region’s largest retailer, Walmart. Photo provided by Elfi Morin
Walmart – $572 billion in 2022 sales – is PDQ’s ninth and largest partner, following Jean Coutu, Brunet, La Vie en Rose, Souris Mini, BMR, SAIL, DeSerres and JC Perreault.
He is also the first foreigner in the group. “It’s not the origin of the retailer that matters, but rather the reach of the business,” says Elfi Morin.
PDQ was born in 2022 from Panier Bleu’s left buttock. A CAQ elected official was also present for the announcement at Montreal’s Marché Central on Monday morning.
“People want to buy locally, but the products have to be authentic,” enthuses Christopher Skeete, MP for Sainte-Rose and Minister Delegate for the Economy.
Housed in modest offices in Montreal, the PDQ team consists of eight women who convinced 141 companies to join in 15 months. Founded in 1996, Aliments du Québec employs 30 people who certify the production of 1,700 companies.
“We are starting to see logos more and more often,” recognizes the junior minister of the CAQ.
There are currently around 1,000 Quebec products labeled in Walmart’s aisles. “This is just the beginning,” assures Elfi Morin.
Big fish
We at the American giant are thrilled. “It is everyone’s responsibility to buy locally. We already have 480 suppliers from Quebec,” argues Cyrille Ballereau, an executive at Walmart in Canada.
The multinational corporation, which operates 73 stores in Quebec, will not miss out on potential sales, because that’s what certifications do, too.
“It’s a way to serve the customer who asks for local products,” offers Mr. Ballereau.
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